Name the Campaign
A tip of the hat to Kevin Love, who posted links to a couple of most-excellent PSA (Public Service Announcements) developed in Hungary.
My favorite one — the one for me that delivered the best all-around message — was that of the CEO in a suit who picks up a bike to move it, and all of a sudden gets noticed by everyone and gets positive approval. Give it a watch (above).
I would love, love to see some PSAs like these done in the US. (can’t we scrape us some of that stimulus money to make these?) I liked it so much, I had fun imagining if I was Director/Producer of the same PSA spot and what would I change.
Hmmmmm… First, I’d get front-line celebrities to pose as the other cyclists. Have Lance Armstrong ride past and give a thumbs-up. Have Dr. Oz (in scrubs) point to his heart, and then back to the CEO and give a thumbs up. Have Tommy Chong (on a peace-nik decorated bike) flash a peace sign.
But more importantly (and more seriously), what would you say at the end? What is the “brand”? or the catch-phrase you’d want to have people remember? You know like the Beef Industry ads : “Beef — It’s What’s for Dinner.”
What can you come up with?
I think such campaigns work better in Europe than here, because here the primary issue is fear of collisions with cars. The average American responds: “All those nice things are fine, but they don’t do you any good if you’re dead.”
When economic forces make cycling more of a necessity, we will see more people out on bikes, but most will ride incorrectly because they have no training.
We have millions of people who want to bike, but they are waiting for government to “make it safe.”
“because here the primary issue is fear of collisions with cars.”
Even when all engineering measures have been taken, parents will still not allow their children to cross the street with the light in a marked crosswalk.
They complain that they want those expensive things, then when they are provided, it is still not “safe enough.” Impossible to satisfy them.
So, why do people allow their children to swim? What’s more, they even consider learning instead of perpetual water wings to be a good thing. Maybe cycling needs to be treated more like that and that needs to be the focus of the PSAs…
Meanwhile, in places with decent infrastructure that allows for safe and pleasant cycling, virtually all children cycle to school. The exceptions are those that walk. None arrive by car, because cars are banned.
Take a look at this video. Does your neighbourhood school look like this? If not, why not?
http://www.youtube.com/watch?gl=NL&hl=nl&v=2n_znwWroGM&feature=channel
In many cities in Japan, virtually all children arrive at school by bicycle, because cars are banned. For kindergarden/day care children, the “Mamachari” style of bicycle is very popular. This features one child in front, one child in back and the parent in the middle.
Here is a video of what “Mamachari bicycle rush hour” traffic looks like in one Japanese city. I strongly recommend skipping over the first 1:18 of the video which features a guy yapping about what we are about to see.
http://www.youtube.com/watch?v=Iaz_T89wJ2o&feature=player_embedded
Here’s a wonderful PSA from Rotterdam, promoting their status as the city of Le Grand Départ for the Tour de France this year.
My favorite is the little girl learning to ride a bike, complete with teddy bear in her front basket. That part of the video starts at 1:12. What I find most interesting is that the child’s first bike has full fenders, complete chaincase, rear rack with integral pink straps, light mounted on top of the front fender and a front basket.
In short, the child’s bicycle is not a toy but a serious transportation appliance to get her to school with all her school supplies and keep her clean when the roads are wet.
Take a look at:
http://www.youtube.com/watch?v=s-Z2JrwX7qU&feature=player_embedded
I’ll add that when I was in The Netherlands, child’s bikes were not toys, but serious transportation appliances to get them to school and wherever else they were going.
Here’s an example of a girl’s bike from Batavus at:
http://uk.batavus.com/collection/Kids+bikes/Gabana+/Gabana+20%3d22.aspx
Note the dynamo powered front light, rear light and LEDs in the pedals for safe cycling at night. Also the full fenders, chaincase, rear rack with pink straps, bell, rear wheel lock and coaster brakes with extra handbrakes.
This is a serious commuter bicycle designed for an 8-year-old girl. When I was in NL, the bike parking lots in front of elementary schools were filled with bicycles just like this.